Personalization First, or You Will Be Last: The Future State of Marketing Paperback – April 17, 2020

In Personalization First or You Will Be Last, Franck Ardourel enthusiastically describes new potentialities in marketing. Using examples from uber, Netflix, amazon, and Spotify, the author urges all businesses to capitalize on high-tech advances and automation in their marketing strategies. He shows how opportunities like omni-channel marketing, and real-time experience management, can deliver personalization at scale. Creating seamless customer experiences, in ways never before possible, and the importance of doing so, is the valuable topic of this enjoyable and compact book.

I applaud the author for documenting his knowledge. That said, much of the information is outdated just one year after publishing and the text requires serious editing. There are many misspellings, incomplete sentences, and incorrect words throughout the text. This would serve as a decent primer for someone entirely new to the idea of personalization. I would recommend that anyone with basic marketing knowledge read a different book.

This book captures the current reality of marketing to customers in the digital world. It provides a solid foundation of knowledge for those just stepping into the personalization arena. I found it to be a good reminder of why personalization is so important and a logical framework for thinking about this complex subject. I would recommend this book to anyone who is tasked with delivering personalized experiences to customers and is asking themselves "where do I start".

This book gives a fresh perspective on the current state of marketing and where it’s headed as an industry. It’s a MUST read for today’s digital business owner and marketer. No matter what business you're in, if you want to learn to market in the 21st century, you need to read this book!Personalization First, or You Will Be Last: The Future State of Marketing is written by an industry veteran who truly knows his stuff. Easy to read, informative, and clear, once you’re finished with the book you feel more informed and be a better marketer. Highly recommend.